Watches/Clocks: Timely, Classic Promotional Pieces

Although smartphones serve as timepieces for many consumers, watches and clocks are still extremely popular as they have evolved to be multi-functional and fashionable. Both items serve as a unique and memorable gifts, and watches are viewed as a strong statement piece. Demand for watches and clocks remains strong in the promotional products market.

According to Kevin Andrews at PCNA, adhering to schedules is an important reason to have watches and clocks. “Everyone is on a schedule and telling time is critical,” he comments. “Watches and clocks can make really nice gifts; the customer segment for these types of items can be rather large, especially when the items are paired with the most recent technologies such as wireless charging, or other functions. With everyone having a cellphone that tells time, wearing an actual watch can make a statement.”

Watches are making a comeback as an accessory, with the bonus of it being a timepiece, Gwen Brey at Beacon Promotions states. “Watch styles run the gamut from designer styles to sports multi-function watches,” she says. “What you put on your wrist says something about you. Many people have more than one watch, so they can accessorize by their activity or to their wardrobe.”

Davenn Gamboa of Sweda Company also sees traditional watches and clocks used more as an accessories or decorations. “Basic watches won’t cut it anymore unless they are expensive, brand name items that can act as a fashion accessory,” she maintains. “Multi-functional watches are getting more popular because they do more than just tell time; we see multi-function pieces slowly replacing traditional clocks and watches. Whether it’s checking email or news, to counting the number of steps taken, multi-function watches are the trend of the future for this market segment.”

The fashion aspect of watches is also trending at Fossil Group, according to Jenny Durham, “For ladies, the past several years have revolved around the oversized ‘boyfriend’ watch,” she comments. “In the last year, we've started to see a smaller, more feminine look, and also a lot of jewelry-inspired designs.” She adds that minimalism is another strong trend that's been going strong and will continue into the fall and holiday season, with simplistic designs featuring clean dials and thinner case sizes.

Over at BIC Graphic, Carrie Lewis says that promotional watches and clocks are going beyond retirement or anniversary gifts. “Timepieces work for all kinds of promotions across virtually any industry and demographic,” she states. “Watches with vintage features like large round faces and three hand movement are popular in both retail the promo industry. Look for unisex styles and an interchangeable wristband to get extra mileage from promotional watches.

“When it comes to clocks, mixing metallic faces with wood creates a classic and warm feeling while mixing metallic with crystal appeals to a modern, contemporary aesthetic,” Lewis continues. “With a range of styles, materials and functions; there is a promotional watch or clock for every audience.”

With watches, demand is strong for a multitude of styles. At BIC Graphic, Lewis points out there has been a resurgence in the “old school” watches that many people assumed smartphones would eliminate. “A younger generation of entrepreneurs have actually started several watch start-ups in recent years,” she explains. “The buzz around those companies in retail has trickled into promo, so we have launched new classic-style watches to meet this demand.” Conversely, Sweda Company’s Gamboa reports that demand for more stylish timepieces (in silicone and bright colors) and multi-function pieces has “shot through the roof!”

As far as new and best-selling products in this lucrative market segment, smartwatches are “on fire” at Fossil Group, Durham reports. “We offer two different platforms, the Hybrid Smartwatch and the Display Smartwatch,” she says. “The Hybrid is connected to your phone but looks like your regular analog watch. Not too much tech, pleasing to all types of personalities, not to mention a great option for mass gifting!”

Fossil Group has also introduced a handsome set of minimalist men’s watches from its Commuter platform, Durham adds, which have been performing well. They retail for under $135 and offer plenty of room to allow for cobranding, she adds.

Smart and fitness watches are also on point at PCNA. The new Leed’s 7140-84 LED Smart Watch is an electronic timepiece with a 1.44-inch LCD touch screen and so much more, Andrews maintains. “Once connected via Bluetooth®, it can begin receiving notifications from your smartphone—allowing you to connect and respond instantly,” he says. “You can also take phone calls quickly and conveniently with the built-in speaker and microphone. The smart watch also functions as a music player and remote camera shutter.” For any ISO device it only supports these functions: Calendar, Calling, Calculator, Clock, and Music; and is fully compatible with Android operation systems, Andrews adds.

The 1907-07 EVERLAST Smart Blood Pressure Fitness Watch is the best solution for tracking personal and fitness activities, Andrews continues. “It boasts a sleek and lightweight design. This tracker has a Find-phone vibration mode and is compatible with dedicated phone application.” This watch works with operating system iOS 7.0, Android 4.4 and up.

The SM-3046 Flex Man Digital Clock features a digital alarm and displays the time, date, and seconds, Andrews adds, and includes a pen and message holder.

Over at Sweda Company, the best seller in the company’s time category is its Pedometer Activity Watch (CS8700), which Sweda launched at the beginning of the year. “This has been successful in health and wellness programs, including step challenges,” Gamboa notes. “We used this piece when our company hosted a million-step challenge in April. It was awesome to see our full staff walking around in the same watch, trying to rack up as many steps as possible!”

New colors and dial sizes are trending at Beacon Promotions, according to Brey, with rose gold and the blue dial currently very popular. Beacon’s top sellers are based on individual preference, she notes. “Bracelet straps are more popular than a strap,” she comments. “Chronograph (multi dials) and Eco-Drive (runs on light, eliminating the need for a battery) have also been popular.”

A great option for executive gifting is new from BIC Graphic. “The #32193 Burganboss Classic Wrist Watch is quality crafted and comes in a polished silver metal case,” Lewis comments, “with the leatherette straps and three-hand dial movement adding to the classic styling.”

BIC Graphic has also introduced the #36872 Pentagon Clock, which is popular with the company’s distributors. According to Lewis, the combination of wood and silver with exposed gears and classic roman numerals is appealing for corporate clients.

Watches and clocks should not be discounted by distributors, as they are both classic and unique. Fossil Group’s Durham notes that some of its customers believe that some of the company’s price points are too expensive; however, Fossil Group does offer items with lower price points. “Our lines perform well in-service award programs, employee recognition programs, and sales incentive programs,” she states. “In our eyes, a watch is a commemorative piece that a recipient will glance down at and appreciate for years to come.”

Sweda Company’s Gamboa advises distributors to ensure they are picking the right product that customers will use beyond the traditional timepieces of the past. “We recommend getting samples of any products you’re pitching to customers and trying them out for yourself; because watches are such a personal item, you want to make sure the fit is comfortable, and the piece works as intended,” she affirms.

According to Lewis at BIC Graphic, both watches and clocks innately have promo power because they are functional while also prominently displaying branding. “Every time an end user looks down at their wrist they are faced with a brand logo resulting in highly repetitive client recognition,” she comments. She adds that distributors should think beyond corporate gifts and employee recognition. “Millennials are one of the top demographics embracing the old-school watch resurgence,” she says. “Clients looking to appeal to young professionals can consider a stylish watch to make a big impression.”

Although Brey of Beacon Promotions maintains that watches are no longer a necessity to keep time, she believes they are a luxury jewelry piece for both men and women. “These watches are an heirloom and can be passed down to the next generation,” she elaborates. “Corporate Gift watches and clocks are attractive because of their brand recognition, quality, long-lasting value, and universal appeal. These items can be ordered in minimums of one—and are great business gifts, service awards, performance incentives and recognition awards.” 

Case Studies

Jenny Durham, Fossil Group
An airline needed a fashion accessory for their employees to wear during the month of October to promote breast cancer awareness. They chose a full custom watch with a color matched silicone strap, custom dial, and full wrapped tin with a message about their mission. Every flight attendant received a brightly colored watch to wear in support of Breast Cancer Awareness month.

A gift was needed to show appreciation for VIPs and guests at the Sugar Bowl tournament. The Wakefield platform with The Sugar Bowl logo plus a custom package in the iconic shape of the stadium was chosen. Each special guest received this watch as a gift to commemorate one of the biggest Bowl games of the season.

Gwen Brey, Beacon Promotions
An employee worked at a bank for 45 years in numerous positions—from teller to Vice President. When she decided it was time to retire, the company and co-workers wanted to get her a memorable gift that would remind her of the bank every time she used it. They choose the Bulova 97L146 watch and had it personalized with her initials and the date of her retirement. She was totally surprised with the beautiful gift she received and wears it when she is traveling or volunteering—and it reminds her of her friends at the bank!